Explore Ishrath Nawaz’s vision for the future of advertising, the rise of emerging media, and the power of meaningful work in shaping the industry.
The rules of advertising are changing—not slowly, but all at once. The platforms are shifting. The audience is evolving. And the old ways of doing things? They aren’t just outdated—they’re irrelevant.
For Ishrath Nawaz, the future of advertising isn’t about jumping onto every new platform or chasing every viral moment. It’s about understanding what actually moves people.
“Advertising isn’t about where you show up. It’s about how you show up,” says Ishrath Nawaz. “You can put an ad anywhere, but if it doesn’t mean something, it’s wasted space.”
Emerging media has opened up endless opportunities—but also endless noise. Brands are fighting for attention in a landscape where everything is an ad—content, memes, influencers, product placements, even the things people don’t realize are advertising.
So how do you stand out when the audience is smarter, savvier, and more skeptical than ever?
You make it mean something.
That’s exactly what happened when a European home appliances brand struggled to break into the Indian market. They had a superior product, decades of credibility—but none of it mattered. Indian consumers didn’t feel connected to them. Competitors had already occupied every major value proposition, from price to performance to trust.
Ishrath Nawaz’s approach wasn’t about throwing more money at the problem. Instead, he found the gap others had missed.
Rather than selling another washing machine with more features, the campaign focused on a universal human truth—that in a world obsessed with fast fashion and disposable culture, some things are worth preserving.
The messaging didn’t talk about RPMs, drum sizes, or energy efficiency. It talked about the emotional value of clothing. The things you wear that hold memories, the fabrics passed down through generations, the pieces you don’t throw away just because they’re old.
The campaign worked because it wasn’t just selling a machine—it was selling a mindset. And in an era where every brand is screaming for attention, the ones that actually connect are the ones that win.
It’s the same principle that shaped the repositioning of a mid-sized advertising agency struggling to find relevance in a digital world. The initial request was simple—redesign the website. But Ishrath Nawaz saw the real issue: the agency itself didn’t know what it stood for anymore.
So instead of just updating visuals, he rebuilt the narrative. He created a mantra that became the foundation of the agency’s new identity. Past work was reframed not as history, but as proof of expertise. New talent was brought in, departments were restructured, and by the time the rebrand launched, the agency didn’t just have a new look—it had a new purpose.
“Technology changes. Platforms change. But what doesn’t change is why people care, why people buy, and why people remember,” Ishrath explains. “The future of advertising isn’t about adapting to platforms. It’s about making sure your message is strong enough to exist on any platform.”
That’s why the brands that work with Ishrath Nawaz don’t just get marketing strategies. They get work that matters.
Because in a world where everything is designed to grab attention, the brands that actually last are the ones that give people a reason to care.
